I remember how a weekly fax changed my radio life. It was called the “Monday Morning Memo,” and it was written by a guy in Texas by the name of Roy H. Williams.
Every Monday, I couldn’t wait to get into the radio station and check the fax machine for his latest missive. It never failed to ignite my soul.
Things That Won’t Change
I’ve written in this space about Jeff Bezos of Amazon and what he considers to be the most important question most people don’t ask about their business and that is “What won’t change in ten years?”
Roy’s Monday Morning Memos are an excellent example of focusing on those universal things that won’t change about branding, marketing and selling. They are those universal concepts that will don’t change with the latest technology.
In my broadcast sales class at the university, I would spend the end of the semester with each class reviewing principles of Roy’s book “Secret Formulas of the Wizard of Ads.” All of Roy’s books are a must read for anyone in radio sales.
Here’s an example of some of the things that won’t change for great radio advertising:
- Surprising Broca – most radio ads are predictable and use clichés that listeners have become adept at tuning out. Great radio ads seduce the listener and then persuade.
- Words are Keys – you know the product, just by the ad keys used by the brand. Let me give you a couple of examples: “We’ll leave the light on for you” or “Just Do It.”* Do I need to tell you the brand name or what they sell? Do these two companies surprise you with their ads?
- Engage the Imagination – people only go to places they’ve already been in their mind. The skillful ad writer will engage the listener’s imagination and take the listener where they want the listener to go.
- Sleep is the mind’s eraser – when we go to bed, sleep is the process where the mind clears itself for the next day. Like an eraser on a chalkboard, sleep wipes away all of the advertising messages a listener is exposed to that day. Knowing this is why, building a radio schedule that delivers the minimum frequency to be effective, is so important.
- Power Verbs – present tense and present progressive tense verbs conjure up powerful images in the mind. How often to most radio ads use them? Sadly, not very often.
- The Secret Path to Miraculous Ads – Roy says “journalistic writing is an objective presentation of the facts in an attempt to inform, not persuade. Creative writing is the telling of a story with wit and charm in an attempt to entertain, not to persuade. And Poetry is writing to communicate a new perspective in a brief, tight economy of words. An attempt to persuade.” Will your ad persuade a listener when they hear it? Emotion is KEY. They may forget what you said, but they will never forget how you made them feel. How do you feel after viewing this ad for State Farm called “Never”?
This past Tuesday, September 11, 2018, America remembered the 17th anniversary of the 9/11 attack on America in New York City, Washington, DC and Shanksville, Pennsylvania. My class at the Wizard Academy was supposed to have 29 students. Only four of us showed up: Dr. Kevin Ryan, a famous writing coach from Utah; Chet Young, a big salesman with a booming voice from Burlington, Iowa; Akintunde Omitowoju, a senior programmer of Nintendo games from Kyoto, Japan and me, a radio station general manager from Atlantic City, New Jersey.
It took place in a small, converted gym in the offices of Williams Marketing in Buda, Texas just one week after 9/11 in 2001.
Roy has the students come up with a special name for their class and ours became the “Fearless Flyers.” Each of us flew on a commercial airliner whose crew outnumbered the passengers.
This past week I learned of the passing of Chet Young. His niece dropped by the Wizard Academy to see if this magical place her Uncle Chet always talked about really existed. It does.
Roy shared a memory of our class in this week’s Monday Morning Memo’s “Rabbit Hole.” You can read more about it HERE.
Positive Things YOU Can Do
Want to make your radio station more effective for your advertisers and more engaging for your listeners? Then do those things that will not change for effective radio in ten years.
Subscribe to Roy H. Williams’ “Monday Morning Memo,” read the Wizard of Ads book trilogy and make plans to spend a week at the Wizard Academy to learn directly from the Wizard of Ads, Roy H. Williams.
Thank You and God Bless You Roy.
*Motel 6 & Nike